Perspectives has tightened its grip on the below-the-line
advertising for the paper manufacturer, Fort James, by picking up the
business for the Nouvelle range of toilet tissue and kitchen towel
products after a three-way pitch.
The agency has previously worked on Fort James’s Kittensoft brand. When
it won Kittensoft in 1995, the brand was owned by Jamont, which merged
with Fort Sterling in 1997 to form Fort James, the world’s
second-largest tissue manufacturer after Kimberly-Clark.
The nature of the Nouvelle assignment is unclear, but it is expected to
encompass direct marketing and sales promotion activity.
The Jamont-Fort Sterling merger sparked a pan-European realignment of
the entire business, including the above-the-line, below-the-line and
media accounts (Campaign, 27 March 1998).
Bates Dorland took over the pounds 1.5 million above-the-line business,
which had previously been held by HHCL & Partners. At the same time, the
media account moved from MBS into Zenith Media. Both moves took place
without a pitch.